Published 01/07/2019

Read time: 5 minutes

Traditional Facebook Ads vs Facebook Lead Ads

Ads can perform many functions within a marketing campaign, but they tend to link out to a web page. When new users click through to your site, you might then ask them to fill out some details using a form.

This system for capturing user details works well, but it’s not perfect. Some users don’t want to navigate to a new site or give their details away on a platform they don’t yet trust. And it’s a fact of modern life that some of your prospective patients will simply get distracted before they submit their details.

With their with in-built Instant Forms, Facebook’s Lead Ads work a little differently.

How they work

Facebook Lead Ads look like any other ad, but when users click on them, a native form pops up within Facebook itself. Marketers use these Lead Ads and Instant Forms with one purpose in mind: building lists of potential new customers.

Instant Forms let you simply and securely collect names, email addresses, phone numbers, and more, using Instant Forms. You can also ask people custom questions to help focus their enquiry and your response.

Facebook users like Instant Forms because they’re convenient – they load quickly and you don’t have to leave Facebook. Advertisers like Instant Forms because their customers do.

The downside

Many marketers will argue that the benefit to taking a lead out of Facebook and to a separate landing page helps to both qualify the lead as truly interested in treatment and to educate them about that treatment and what to expect once they submit their details.

By keeping them in Facebook to collect their data, you may find that these leads take longer to convert and require more nurture and support to book an appointment.

Further, there's the issue of collecting the lead's data. Once a user fills out the form, their information sits in your Facebook account. You have to login to Facebook to access it and download it. That’s inconvenient. To overcome this problem, though, we designed the Facebook Instant Forms integration for DenGro.

Multiple campaigns, one form

The Facebook Instant Forms integration lets you connect multiple ad campaigns to one form. DenGro recognises which leads come from which ad, even if they are all using the same form. This gives you the option to use one standard form for your Facebook ad campaigns and only link it to DenGro once.

Three tips for effective Lead Ads

Finally, here are three of our top tips for engaging potential patients with your Facebook Lead Ads.

1. Make the value clear. Your ads should clearly communicate the value you're providing people in exchange for their details.

2. Keep it simple. Don't overwhelm your audience with too many questions or random questions. Keep your questions aligned and ask as few questions as possible.

3. Reflect your brand. Your ad should seek audience response in a manner that reflect your values.


If you need any help with your Facebook Instant Forms, open a chat with a member of the DenGro team now using the icon in the bottom right hand corner of your screen, or call us on 01225 375 025.

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